Abstract
The development of artificial intelligence is one of the main paradigms of the contemporary society, which will radically change the existence of individuals and our society and it will have important effects on the economy. The use of artificial intelligence in the daily work of individuals and in the relationship between companies and consumers has a great number of advantages such as the increased efficiency, a high degree of fascination in interaction, but in the same time there are several fears related to its development in the future. Due to its great data storage capacity about the behavior of individuals and the processing speed of this data, there is a risk that the forms of artificial intelligence will become smarter than humans and thus intervene in the decisions made by them. Through the constant use of artificial intelligence, there is a high risk of manipulation of consumers as well as a high degree of dependence on intelligent technologies. This close relationship between the user and artificial intelligence can reduce an individual’s cognitive abilities and can affect their thinking, personality and relationships with its social circle. This paper presents a mediation model between the efficiency and fascination with artificial intelligence and the consumers’ perception of preserving their self-identity and human skills, having as mediator the influence and model of the social circle. The research results show that a higher degree of efficiency and fascination, as well as a positive influence from the social circle decrease the consumers’ perception of reduction of human skills in relation to artificial intelligence. Moreover, the social circle mediates the relationship between efficiency and fascination produced by artificial intelligence and the perception of preserving human abilities.
Highlights
Our daily life is increasingly dominated by the presence of various forms of artificial intelligence, which accompany us in almost all activities
The results of the mediation model confirm that an increased degree of efficiency and fascination in the use of artificial intelligence, mediated by the positive influence of the social circle, diminishes the perception of loss of identity and human abilities in relation to artificial intelligence
It can be said that the benefits obtained from the use of artificial intelligence and robots reduce the fears that the consumer has in relation to them, having a series of theoretical and managerial implications
Summary
Our daily life is increasingly dominated by the presence of various forms of artificial intelligence, which accompany us in almost all activities. From finding the direction with the help of GPS, to monitoring our heart rate during sports activities, we always have a smart device that monitors our activity and makes recommendations for a better life This trend of automation is found in the relationship with companies that provide us with various products and services. To communicate better with the mobile phone, we have Siri for Apple phone users (Apple, 2020) or Bixby for Samsung users (Samsung, 2020), while for banking services we communicate with George as the bank’s interface (BCR, 2020) This trend of using robots or artificial intelligence systems is increasingly present in the daily lives of consumers and in the relationship they have with various companies. In order to better understand this interaction, it is important to know the advantages and disadvantages that the development of artificial intelligence has in contemporary society
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